Just modified the BLE_notify example to add a line to advertise the service:
// Start advertising
pServer->getAdvertising()->addServiceUUID(SERVICE_UUID); // <- added this
pServer->getAdvertising()->start();
In your video demo of this example sketch with web bluetooth you had to filter by name and specify optionalServices with the service uuid.
When a BLE peripheral advertises a service, you can just filter by services without a name or the optionalServices property.
I have a sketch for the Arduino 101/ TinyTile that has a working service advertisement: https://github.com/monteslu/ble-io/blob/master/arduino/curie_plus/curie_plus.ino#L127
(This sketch exposes a generic GPIO service I've been connecting to for johnny-five/nodebots)
Here's the two peripherals (curie chip device and esp32) viewed using the android NRF Connect app from android:

As you can see, the curie device is advertising a service uuid, and the esp32 isn't. Is this a bug, or perhaps am I missing a step?
btw, thanks for creating ESP32_BLE_Arduino !
@monteslu see this https://github.com/nkolban/esp32-snippets/issues/144#issuecomment-340185708 and few next comments
Short story, your device name is too long. You have to make it max 5 characters long. If it wont help please get back and we will work on it.
fast response :)
thanks, @chegewara I'll give that a shot
that was it. thanks!
Try adding pAdvertising->addServiceUUID(pService->getUUID()); before pAdvertising->start();
Most helpful comment
@monteslu see this https://github.com/nkolban/esp32-snippets/issues/144#issuecomment-340185708 and few next comments
Short story, your device name is too long. You have to make it max 5 characters long. If it wont help please get back and we will work on it.